One of the bigger challenges we have in Revenue Operations is that we have to custom-build most of the infrastructure needed to run the go-to-market. Part of the reason I'm so bullish on the frameworks that Pavilion, Winning by Design, and GTM Partners are evangelizing is that they eliminate the need to custom-build everything.
Case in point: There are three different types of data categories you need to build to run your GTM operating model.
💻 Active Data
⏳ Timestamp Data
💡 Lookback Data
Active Data is the data most often provided by the CRM, which is the relevant information and interactions you had with a customer. This type of data provides the current volume of all the data objects tied to the applicable milestones in your GTM framework. Examples of active data are:
Active data is often captured through fields and objects in a CRM. The problem with this type of data is that it only tells you the status of what is currently happening. The moment something new happens, your active data updates to that new state. Therefore, you lose the information that tells you how the customer got to that current state.
So, what other types of data do you need to drive insights for your business?
Timestamp Data is the metadata that tells you exactly when something happened. This chronological record is crucial in various applications, from organizing your GTM frameworks to understanding the sequence of actions and analyzing patterns over time. It's like putting each piece of data in its time capsule for future reference.
Timestamp Data provides:
Timestamp Data is the chronological backbone, offering a structured way to understand, analyze, and improve the dynamics of customer interactions and business processes across your GTM operating model.
Timestamping is essential, and we must acknowledge how ill-equipped the CRM is to manage this type of Timestamp Data.
You may have come across timestamping processes in the past by identifying the ‘Pipe Gen’ date, which captures when an opportunity moves from one stage to another. Sales stage stamps are a fine place to start, but without building out further timestamp events, you’ll never get a complete picture of how a customer as an individual, company, and deal truly progresses. This is precisely why so many have struggled to build Winning by Design’s Data Model framework.
The only way to collect Timestamp Data across people, companies, deals, and activities in a CRM is to build custom objects with individually built workflows for each event you want to stamp. But there are enormous tradeoffs because it’s a massive project with endless workflow builds, and anytime you want to change or update the timestamp trigger criteria, you’ll have to rebuild the workflow.
The other enormous gap is the limitations on what type of data you can bring into your CRM. Thus, the criteria that define the timestamp workflows will be subject to factors such as the date a field was updated. This introduces errors and bias into your performance metrics.
Long story short, I’ve spent years trying to get the CRM to manage Timestamp Data, and I’m convinced it’s not possible beyond simple field update use cases. I’m dying to hear from someone who has managed this, so please speak up!
This takes us to why we collect data in the first place, which is…
Lookback Data takes the historical data you created through timestamps and other data collection methods. Then, it retrospectively examines your data to gain insights, identify patterns, and understand trends.
Lookback Data provides:
Lookback Data turns raw data into actionable insights, giving you the answers you need about your organization to inform decision-making and strategy.
These are the GTM data pillars leveraged by Revenue Operations. But to return to the original point, why do we require RevOps to custom-build this data infrastructure? No wonder it can take months, if not years, to get answers to important go-to-market questions.
If we start mirroring these standard GTM frameworks to this data infrastructure, we eliminate the custom build, maintenance, and fixes. And then we can simply get to decisions and execution, which is the whole point anyway.